Source: medium.com
The Rise of Bottom-Up Selling for Cybersecurity CompaniesCategory: Software, Business, Security, Kubernetes, Infrastructure
The capitalist in me wants to get bottom-up adoption” — CEO, Series B cybersecurity company While corporate buying power in cybersecurity primarily remains with CISOs, bottom-up selling to engineers has become a complementary sales strategy some cybersecurity vendors are deploying — and finding successful.
More and more cybersecurity vendors now seek to integrate with their customers’ software development pipelines.
But if the organization succeeds, and engineers’ metrics will include the security of their product, these engineers would be in the market for tools that secure it.
In light of these new market dynamics, we found that cybersecurity vendors have evolved their go-to-market strategies in two important and complementary ways: Educating the market is a job that businesses in many industries undertake.
More and more cybersecurity vendors now seek to integrate with their customers’ software development pipelines.
But if the organization succeeds, and engineers’ metrics will include the security of their product, these engineers would be in the market for tools that secure it.
In light of these new market dynamics, we found that cybersecurity vendors have evolved their go-to-market strategies in two important and complementary ways: Educating the market is a job that businesses in many industries undertake.
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